A Research Of Movie Base Development In The Light Of The "Experimental Plot Of Movie Industry Of Yunnan China"

Since the 1990s, Yunnan Province has got involved into the great trend of movie base construction. In 2003, Yunnan put forward a slogan--- To make Yunnan the most beautiful movie production base with top qualities. and finally make it Easter Hollywood. After 10 years’development, a number of large-scale movie bases have been built up, which have attracted several movie crews to shoot their works. Yulong Bay Movie Studio of Kunming, Cuishan Movie and Tourism Town of Qujing. The Ancient Horse and Tea Movie Base of Shuhe, The Dragon Oath Movie Studio of Dali, The Gloomy Old Palace Movie Base of Baoshan, and The Movie Studio of Yuanmou. All those six man-made movie base and some natural scenic spots well-known both home and abroad have been brought into the consistent administration of Experimental Plot, including all standardized outdoor movie base in Yunnan Province, which was permitted by the "Experimental Plot of Movie Industry of Yunnan China" policy granted by the State Administration of Radio, Film and Television in August,2005. The Experimental Plot has promoted the development of all those movie bases and has normalized the market of Yunnan movie industry. Under the "Experimental Plot of Movie Industry of Yunnan China" policy, all the five movie bases with typical characteristics, that is, Kunming Movie Base, Dianxi Documentary Movie Base, Lijiang Movie Base, Lincangwa Culture Development Movie Base, and Shangri-La Movie Base have been restored and reused. Apart from that, the construction of the Eastern Movie Studio and the Tianhu Island Movie Base in Xundian has also been granted since 2008 and 2012 respectively. It has been 10 years since the establishment of the "Experimental Plot". but there are still "Unsolved Problems" in its promotion and popularization process--- The "Experimental Plot" can hardly balance it receipts and disbursements. There is a critical problem we must reflect on:turning to the construction of movie bases, how to start a steady and lasting development of Yunnan’s Culture Industry under the consistent administration of the "Experimental Plot"In the light of the "Experimental Plot of Movie Industry of Yunnan China", this paper put forwards a research of Yunnan movie bases. Taking the present movie bases as examples, in terms of the three types of cases and theories analyses of multi-element business, this paper develops its research on the construction of movie bases from three perspectives--- the nuclear section, the peripheral section and the relevant section. The nuclear section refers to movie shooting. The peripheral section refers to the development of the whole movie industry chain. The relevant section refers to the improvement of movie bases’functions. After lots of literary review and field research, this paper puts forward solutions directly to authentic problems step by step. This paper has adopted theories as SWOT Analysis, Brand Positioning, Industry Cluster, and Integrated Marketing Dissemination. From an overall view of the whole "Experimental Plots", reckoning the ways of spreading information in this special "Micro Text Era", this paper brings forward a new developing pattern suitable for Movie and Tourism industry, aiming to offer theoretical and operational references to the sustainable development of the movie bases in Yunnan and even all over China.